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Covonia’s legendary bull charges back onto UK screens for the first time in 5 years — but this bovine’s had an attitude adjustment. In this surreal and heartwarming TV spot, an untameable, unpredictable bull is called upon to calmly tend a sick woman’s bedside, symbolising Covonia’s shift from “powering through” to real recovery and care. The team’s bold answer to the question “How do you get a bull to do what you want?” was to direct the workflow, not the beast. Generative AI enabled this cinematic moment — the bull becoming a caring presence — with AI being used as a tool, not a gimmick, to deliver a spot that feels real and has emotional depth. This innovation obviously resonated; since the call of “Take Charge of your Cough” went up, Covonia’s sales have grown strongly in-market.